Taking the long view

A new campaign has been launched to highlight ways to drink Jagermeister other than as a shot.

The Root56, a long drink which sees the dark spirit served over ice with ginger beer and a wedge of lime, will be promoted in the five-month long campaign to show off Jagermeister’s potential with mixers.


Ads will feature the Jagermeister bottle and a serving of Root56, both presented on a block of ice with a ginger root encased below. The strap-line reads ‘Discover Our Roots’.

Nicole Goodwin, director of marketing for Mast-Jaegermeister UK, said: “While the ice cold shot is still our number one serve, Root56 provides additional drinking occasions and is a refreshing new way to enjoy Jagermeister. As the nation’s drinking habits are evolving, there is a great opportunity to tap into changing tastes with a serve suited to year-round enjoyment.”

• As we head towards summer, the 750ml range of Funkin mixers is being promoted for making drinks to be served in pitchers at barbecues and garden gatherings.


“Funkin’s growing range of easy-to-use mixers includes flavours popular among young adults such as Funkin Mojito and Funkin Strawberry Daiquiri,” said managing director Andrew King.